Marketing Director

Summerfield Waldorf School & Farm is seeking a Digital Marketing Director for an exciting and broad role which will tell the world our story and guide new students and families to our school.

Primary Responsibilities Include:

• Lead Generation: (approximately 60% of time and effort)
  • Maintain and enhance the digital enrollment pipeline, ie: social media traditional print radio web search traffic which leads to SWSF website & Veracross landing page(s)
  • Administer paid search campaigns and budget, including Google search (AI & Adwords) and Meta/Facebook advertisements and placements.
  • Manage Facebook, Instagram and social media accounts, including posting schedules, social content and necessary asset management
  • Manage Summerfield Waldorf School and Farm website, website content and publication standards. Collaborate with all departments of the school to generate content and update website information.
  • Data & analytics analysis; research, strategizing, process development & optimization, identifying target markets
• Demand Generation: (approximately 15% of time and effort)
  • Create and manage digital campaigns which drive demand into the leads pipeline, including social media campaigns, radio advertisements, print ads, and website blogs and articles.
• Content marketing: (approximately 15% of time and effort)
  • Create and publish digital content (photos, video and audio clips, and written articles) for all channels required to support the demand generation campaigns.
    • Graphic design (vendor management, art direction, in-house design projects)
• Organizational Alignment: (approx. 10% of time and effort)
• Work closely with Admissions and Development teams to create a synchronized and collaborative approach to engaging with our community – within and outside of our school. These collaborations include campus visits, fundraising events, parent volunteer and enrichment events, and alumni communications.
• Track routine and long-term project work to coordinate with Admissions, Development, and school administration.
• Develop, monitor and revise a multi-channel marketing budget in close coordination with the Finance Committee.
• Communicate key marketing and business metrics to the administration and Board of Directors; write a monthly Marketing Report for the community.
• Develop and manage digital content for the school; manage DNP list, take photographs and videos of events and classes; establish best-practices for digital content security, compliance and workflow.
• Educate faculty and staff about key marketing functions and build collaborative relationships to help develop content and story-telling opportunities.
• Establish and maintain brand and style standards for print, digital, and email communications across the school.

Required Skills & Qualifications:

• Minimum three years of experience in a professional marketing role, including one or more of the following: lead generation, content marketing or demand generation.
• BA/BS collegiate degree (or international equivalent)
• Technical proficiency using broad array of digital marketing tools: Adobe Creative Suite (or similar digital content editing tools), Google Analytics, GSuite apps, Google Ads, Meta Ads Manager
• Technical proficiency managing social media via automation and content-management systems (Meta Business or similar) for Facebook, Instagram, LinkedIn, Twitter, etc.

Ideal Knowledge & Capabilities:

• Strong computer and technical skills, focused on digital content creation, editing and publication, internet and social media publishing, traffic monitoring and analytics, and internet search.
• Advertising programs (print, digital) development & implementation; asset creation & content development
• Social media program development & implementation; asset creation, content development, metric analysis
• Brand strategy development, implementation & optimization
• Multi-channel Marketing plan development & implementation
• Data & analytics analysis; research, strategizing, process development & optimization, identifying target markets
• Hands-on technical experience with SEO, UX/UI, social media marketing, email marketing and lead marketing and paid-search
• Graphic design (vendor management, art direction, in-house design projects)
• Website design/development & management
• Excellent writing skills; experience with content development.
• Strong communication skills, both oral & written (conflict management, DEI experience/knowledge a plus).
• Adept at working effectively both independently with minimal direction, and collaboratively as a team.
• Demonstrated self-starter with the interest & ability to learn quickly.
• Must be able to positively engage and cultivate cross-departmental relationships to the benefit of the organization (“whole organism” thinking).
• Operates with a high level of personal integrity, professionalism, and enthusiasm.

Opportunity:

Traditionally, the story of Waldorf education was spread almost exclusively by word-of-mouth. Now, many interested families and parents learn about Waldorf education and our 50 year old school by searching the internet and engaging in social media. Summerfield Waldorf School and Farm needs a Digital Marketing Manager to share our story with the world, and lead prospective families and students to our admissions and enrollment process.

We are seeking a patient, thoughtful leader, who can help introduce technology and digital innovation into an environment and community which can sometimes be hesitant to use computer technology and to embrace technological change.

We are looking for someone who wants to be part of a dynamic Advancement Team. This role will be a blend of at least three traditional marketing skill sets: lead generation, demand generation and content marketing. The majority of time and energy spent in this role will be focused on maintaining and improving an existing digital leads pipeline. This inbound leads pipeline works across multiple channels to guide interested applicants to our website and our enrollment platform, where they are then managed by our Director of Admissions.

This is an exciting role for someone who wants to see and experience the real and material results of work initiated online: new families and students arriving on campus to visit our school and apply for enrollment. Working with a highly collaborative, digital-first team, this role allows for learning and growth as both a digital and traditional marketer. First, it requires deep mastery of digital marketing lead funnels and the ongoing challenge of staying abreast of technical advances and innovation. Secondly, our Waldorf educational environment and our passionate school community embrace storytelling in all forms, and this role requires telling inspirational stories that will capture the imagination of new families and students.

Summerfield Waldorf School & Farm cultivates a culture of inclusion for all students, families, and employees that respects their individual strengths, views and experiences. We embrace and affirm our differences as human beings and believe that our differences enable us to be a better team – one that makes better decisions, builds a better community, and delivers the best possible environment for education and learning.

Physical requirements: Must be able to operate a keyboard and mouse, use a telephone head or handset, have visual acuity, be able to focus on highly detailed tasks for long periods of time and be able to sit, walk, stand, bend, crouch and stoop for extended periods of time.

To apply: Please email your letter of intention, resume, and three professional references (with phone numbers) to Michelle Bovard, Human Resources Manager, at michelle@summerfieldwaldorf.org.

655 Willowside Road Santa Rosa, CA 95401 ph (707) 575-7194 www.summerfieldwaldorf.org